Dear Entrepreneur, Congratulations on setting up your online business. The journey will be endless, with lots of bumps along.
However, what’s important is that you manoeuvre through a well-planned business strategy to expand your business and help you reach greater heights. Without a defined strategy, success or failure is just a matter of luck, plus you put all your efforts at risk of being wasted. And that you cannot afford especially when you’re just starting and have a tight budget.
Since startups work under constricted budgets, setting aside a good amount for marketing is out of the question. But then again, without dynamic marketing strategies, startups don’t have a chance of growth or even get through in today’s fiercely competitive market. If you don’t market your products or services, you might not even gather enough revenue to budget run your business soon.
To cut the chase, to earn customers’ attention cost-effectively, consider content marketing. Content marketing will attract your customers towards your product/brand through useful and compelling content that they can connect with emotionally.
By creating and distributing “readable”, rather “sellable” content, you cannot just create awareness, but also draw traffic to your e-commerce website. In other words, you are gathering your prospective leads and sales.
It might sound easy, but as an entrepreneur starting your business, you need to follow the following content marketing tips tailored to improve your online visibility and generate higher revenue.
1. Produce purposeful content that reflects your brand
No matter what industry it belongs to, every brand has its own unique story and persona. When producing marketing content for your business, make sure that the content accurately reflects your brand’s story. This will put your message across to the audience and gather their interest in your business. You need to be very clear in giving your message, using the right visual elements including suitable fonts, color scheming, formatting, etc.
Whether you write the content, or hire services from a content writing company, ensure that they follow a well-articulated strategy in light of your brand’s identity and target audience.
2. Optimize the content for search engines
Creativity has its own space, however, the importance of Search Engine Optimization cannot be set aside. Even if your content fulfils every creative aspect and is eye-catching, it needs to be optimized to top secure a higher SEO ranking.
For that, use Google Keyword Planner and SEMrush to search for your specific keywords trending within your industry and use them in your content to show up within the top search results of popularly used search engines including Google, Bing, Yahoo, Baidu, etc. However, don’t stuff the keywords in sentences and no fluff content either. The keywords should flow naturally within the content without adding unnecessary details for extending it to a longer post (ideal word length 1000-2000 words)
Also, pay attention to adding high-quality images to make the content stand out.
And don’t forget to improve your page’s loading speed, to avoid customers from losing attention and interest.
3. Conform to the AIDA model
Keep in mind that you are not creating some random content for the sake of it. You need this content to create “conversions”. Consider the AIDA model of work. AIDA essentially defines the different stages of the customer conversion process. It’s an acronym that stands for:
- A stands for Awareness i.e. “Attract attention”
- I stands for Interest i.e. “Maintain interest”
- D stands for Desire i.e. “Create desire”
- A stands for Action i.e. “Take action”
This AIDA model focuses on creating content that attracts customer attention and periodically publish interesting content to maintain their interest. Once you can catch their attention, your content will serve the purpose of persuading them to think of your product or service as an ultimate solution for them.
This content doesn’t necessarily need to be blog posts or articles, it can be an infographic, newsletter, videography, a free offering such as free shipping, social media engagement posts (Facebook, Twitter, Instagram, Youtube, LinkedIn, Pinterest) some “limited time offer” announcements, or anything that creates a sense of urgency to take action.
4. Maintain a content calendar
When it comes to planning, you also need a well-maintained content calendar to schedule your publishing dates. You need to create fresh content now and then to keep your customers engaged with your brand.
Since, there isn’t just one platform to publish your content at, you need to update different social media platforms as well to encourage customer engagement. Instead of everyone in your content team, including writers, editors, publishers, and designers, have their calendars.
The best practice is to maintain a common content calendar that everyone in the team has access to. This way, the team can easily maintain a timely pace of publishing content, keeping the whole process structured.
Instead of using a paper calendar, use apps like EverNote, Asana, Trello, and Todoist and share it across with everyone in your team to add their tasks and schedule accordingly. This way, everyone has visibility of work in progress.
5. Connect with influencers
While people do develop a sense of trust through traditional marketing, however, a majority still puts faith in word-of-experience reviews or peer recommendations. And that’s what influencer marketing is all about.
Influencer marketing uses tactics such as word-of-mouth marketing and social proof that are thought to be essential elements of an effective marketing strategy. Customers rely on the opinion of their peers, friends, colleagues, or even their favourite celebrities and trust them more than the companies selling the products and services they buy from.
Collaborating with such influencers and having them talk about your brand or product is indeed persuasive. More so, social media marketing and content marketing often go hand-in-hand with influencer marketing.
Content marketing is indeed here to stay and will continue to be in trend for the coming time or so. Content marketing offers a great way to give your startup the push it needs to beat the competition.
Through these tips, you can put together a successful marketing strategy for the success of your online business.
Speaking of setting up a business strategy, e-commerce consultant Stefan Potman of entrepreneurs.link and TWP have recently collaborated to offer their services to entrepreneurs seeking guidance on starting up their business. Stefan is a professional job counsellor who has been helping newcomers from across the globe for years, helping them set up and run their online business under his guided instructions.
Entrepreneurs.link offer entrepreneurs a platform to introduce themselves to the world free of charge. While Stefan continues helping entrepreneurs with their business, content writing and marketing experts at TWP will help these entrepreneurs market their business through cost-effective content marketing strategies and solutions.0